An Exploratory Study of Designing Value Co-creation in International Sport Tourism

Insights from a Regional Revitalizing Marathon in Japan

Abstract

Drawing on the concept of value co-creation, this study investigates how marathon event organizers foster a collaborative environment conducive to value co-creation in an international sport tourism setting. Qualitative data were gathered over a period of 18 months, covering two consecutive editions of the Tohoku Food Marathon & Festival, an annual two-day event with a substantial focus on regional revitalization and a high ratio of international participants compared to marathons of similar scope and scale in Japan. Employing a qualitative thematic analysis, this exploratory study identified three categories and seven practices employed in designing a value co-creation platform. The findings not only offer valuable insights but also carry managerial implications for destination marketers and sporting event organizers on how to design a platform that encourages the active participation of various stakeholders in value co-creation.